The Impact of Perceived Service Quality on Customer Citizenship Behavior of Kermanshah National Bank According to the Mediator Role of Customer Satisfaction
Subject Areas :فتانه یاراحمدی 1 * , مه نوش فیلی 2
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Keywords: service quality, customer satisfaction, customer citizenship behavior.,
Abstract :
Purpose: The current research aims to measure the customer's perception of the service quality of Kermanshah National Bank to examine its effect with regard to the mediating role of satisfaction on the customer's citizenship behavior and to provide solutions for its successful application to this bank. Methodology: The current research is a descriptive-survey type of research in terms of practical purpose and in terms of data collection, and considering the topic, nature and hypotheses of the research, the research method is correlational. The random sampling method is simple. Research findings: The tool used in this research to collect data is a questionnaire. The intended community is all the customers of National Bank of Kermanshah. The sample size was based on the minimum sample determination method by Barclay et al. (1995) in PLS software, 381 people were selected and the questionnaire was distributed among them. Structural equation method and pls software were also used for data analysis. Conclusion: The results indicate that service quality has a significant positive effect on customer satisfaction and ultimately on their citizenship behavior. In other words, by improving the quality of the services provided by the bank, the satisfaction of the bank's customers will increase, and as a result, the citizenship behavior of the customers will also improve. Therefore, it can be concluded that focusing on the quality components of the services provided (creating confidence, building trust, empathy, responsiveness and tangibility) will lead to satisfaction and citizenship behavior among its customers. Originality: This article is taken from the thesis of Mrs Mehnoosh Feily
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